Saudi Arabia is the only country that bans women drivers. The royal decree has been hailed as proof of a new progressive trend led by Crown Prince Mohammed bin Salman.

Many young Saudis regard his recent ascent to power as proof their generation is taking a central place in running a country whose patriarchal traditions have for decades made power the province of the old and blocked progress.

"I've always been interested in cars, but we didn't have the ability to drive," said Ghada Al Ali, a customer.

"And now I'm very interested in buying a car but I would like the payments and prices to not be very high."

Saudi Arabia's cost of living has risen after the government hiked domestic gas prices and introduced VAT in January.

The showroom focuses on fuel-efficient cars and provides a team of saleswomen to help their new customer base. The showroom also provides finance options from banks.

The showroom carried signs emblazoned with the slogan "Drive and Shop", a play on words in Arabic, using the female form of the verbs.

"It is known that women are the largest section who shop in malls," said Sharifa Mohammed, who heads the exhibition's saleswomen.

"This whole mall is run by women anyway. All the cashiers are women. Everyone in the restaurants are women."